Essay on Women and Consumer Behaviour

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Women and Consumer Behaviour


Consumer behaviour can be defined as “the acts of individuals directly involved in obtaining and using economic and services, including the decision process that precede and determine these acts.” (Engel et al, 1968, p 5)

Buyer behaviour refers to “the acts of individuals directly involved in the exchange of money for economic goods and services and the decision process that determined these act. “(Engel et al, 1968, p 5).

Both consumer and buyer behaviour differ amongst the population as people have different wants and needs. Therefore it is untrue to say that ‘working women buy products and services essentially the same as non working women.’ No two people are similar as
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In each society, the culture of that society has a functional purpose. It provides values, beliefs, attitudes, and behaviours that facilitate human interaction. The culture of a working woman will be very different from that of a non working female.

Spiro, R.L studies show that Strodtbect, I. L. found cultural differences with respect to the roles of females were related to differences in decision making. This is because both groups will have different beliefs and attitudes due to the way they have been nurtured.


In a materialist society economic well-being much determines what social class you are in. If this was the case, than working women would be in a much higher class than non working. However focusing primarily on income fails to recognise the differences in spending of disposal income characteristics of social classes. For example a teacher who earns the same as a truck driver will spend their money in distinctly different ways, the service and goods will not be the same. (Runyon, K.E 1980). Working women may spend their money on socialising i.e. with friends etc. whereas a non working woman may have children and therefore spend much money on the family

Social class differences are variations in life-styles, in values, interpersonal attitudes and self perception. These differences influence consumer behaviour, shopping patterns, and effective communications.

Therefore marketing practitioners should understand that
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